2. Buyers are increasingly drawn to homes built by buzzy car, fashion, and restaurant brands.
We have designer clothes, cars, appliances — and, yes, designer homes, too.
While traditionally linked to luxury hotel brands, branded residences are becoming more popular, especially in Miami.
Luxury automakers like Mercedes-Benz, Porsche, Aston Martin, Bentley, and Pagani have all ventured into Miami real estate, developing their own condos with names to match.
In 2024, Pagani announced plans for a 70-unit luxury condo in Miami’s North Bay Village. The Pagani Residences will offer two- to four-bedroom units, ranging from 2,000 to over 3,000 square feet, with prices starting around $3 million — about the same cost as one of their cars. Each condo will come fully furnished, featuring Italian-designed Schiffini kitchens, 11-foot-wide terraces, and walk-in closets.
“I sold a unit to a guy who loves Pagani cars, and it didn’t matter to him where the location was,” Carlo Dipasquale, a luxury real-estate agent in South Florida, told Business Insider’s James Rodriguez. “They could’ve built the building inland, anywhere in Miami, for all he cared.”
It’s not just carmakers leveraging their iconic brands to sell homes.
The owner of the popular Italian restaurant Carbone is partnering with developers on a high-rise project in Miami, set to be completed by 2027, with units starting at $5 million each. Meanwhile, Dolce & Gabbana is behind the upcoming 888 Brickell Miami development.
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